Abstract [en]

Online shopping is becoming more popular in recent decades and there is certainly a variety ofvariables contributing to keeping customers interested in shopping online. Based on research inthe business-to-business setting we proposed four variables including security, communication,product and personalization that influence the relationship quality. The purpose of this study isto investigate whether these variables have impacts on business-to-consumer relationshipquality and explore their practical implications, and then suggest how companies enhance theircustomer relationship. The variables’ effects are empirically tested through regression analysiswith data obtained from questionnaire. The results show that four variables positively influencethe B2C relationship quality, but they have different effects in different companies.Additionally, we make practical recommendations by using Tmall and JD.com as case studies.